Account-based marketing means catering your message to the top decision-makers for target accounts with a blend of marketing of sales tactics — it’s a strategy that targets companies, rather than individual customers.
As HubSpot’s Senior Manager (Accelerated Leadership Program), Ryan Batter states, “The beauty of using an ABM strategy is that it’s customizable to a team’s readiness and budget. Look for a CRM that enables strong integrations to ABM-specific tools to customize your strategy.”
With that in mind, let’s look at account-based marketing software.
HubSpot’s ABM software lets you carry out a fully-fledged campaign right in your CRM. When using it, you can make an ideal customer profile, or ICP. This ICP will help HubSpot automatically tier prospects based on how good of a match they are to your profile.
Additionally, you can import a spreadsheet of your target accounts. This can also be done manually.
HubSpot’s software helps you identify challenges of prospects so you can personalize specific marketing messages to attract them. You can also use Marketing Hub tools, such as ads, web pages, and social media posts, to market to your customers and make your campaign successful.
With Terminus, you can find accounts where they are and run campaigns that target them directly. For instance, you can manage retargeting, automation, and email campaigns within the software and access performance metrics of those campaigns. Analyzing these metrics will give you a better understanding of how to better target accounts.
Users of Demandbase’s software experience ABM programs throughout the entire customer journey. The platform allows users to scale their efforts with accounts, rather than using a bunch of confusing point solutions.
Demandbase was built with B2B marketing in mind and offers a user-friendly interface. Within the platform, you will find solutions for engagement and conversion. These help you identify potential accounts, personalize your strategy, and experiment with new ways to close deals.
RollWorks is a software that helps you drive demand, run digital ad campaigns, and automate sales functions, such as customer outreach. Its software is based around turning target accounts into customers by using machine learning and data. This helps users identify ideal customers and engage them across multiple channels.
The software lets you create an ideal customer profile so you can begin to find key contacts. You can also run cross-channel campaigns with the platform, and run digital ads through it. From those campaigns, RollWorks will analyze their performance and provide you with key metrics about their impact.
Triblio is an ABM platform that specializes in the growth of account pipelines. Users can leverage ads, analytics, web, and sales tools to help them execute a carefully constructed strategy to attract accounts.
Additionally, users can find out when the best time to reach an account is based on the platform’s ability to analyze the web behavior of industries — all from their dashboard.
With the software’s one-to-one account marketing setup, you’ll be able to target larger accounts and cater to their challenges directly, right from your dashboard. Triblio also offers a guide for ABM — think of it as a crash course — that teaches you how to use the software for your business.
Uncover buying groups with proprietary, contact-level intent data
This platform focuses on providing its users with the intent of accounts. It provides users with the capabilities needed to engage with customers. With their service, you can collect insights about an account’s challenges and market to them in a way that provides immediate impact.
With the engagement platform, you can align your sales and marketing strategies together using data. You’ll be able to use the data provided about accounts to prioritize your strategy and engage customers based on their unique interests. With this setup, you can deliver consistent experiences that scale with your customer’s journey.
With Demandbase, B2B marketers can provide a personalized approach to engagement for accounts. This is done by using the platform’s tools for sales insights, multi-channel creation, and analytics that cover the entire buyer’s journey.
Demandbase’s users are able to unify data from their accounts onto one platform, making easier and more accurate analysis possible. With that data, you can accurately align your sales and marketing strategies, highlight areas to focus on, and execute those strategies.
LeanData’s software is focused on providing its users with the data they need to connect with accounts accurately. You can use the software to align marketing and sales goals, as well as align revenue operations.
If you want to unify the data and processes you use across your go-to-market (GTM) teams, LeanData is a great software option. You’ll be able to build a GTM plan, execute it, and access performance analytics with the software.
This platform is intuitive and is built to provide marketers with the tools needed to personalize account-based strategy. With Bound, you can build audiences, create dynamic content, and measure the success of campaigns.
Bound lets users analyze the web behavior of accounts and build audience segments based on that data. They can also choose how to target those segments using software offerings like email and copy templates. Finally, users can see how their segments are performing and adjust their personalization strategy as needed to best reach accounts.
Their scale-based services let you cater to customers throughout their entire buyer’s journey. Automated services, such as demand generation, prospect identification, sales, and reporting, saves marketers time when creating strategy.
MadisonLogic is a platform that offers tools for ABM advertising and content syndication. With the software, you can also accelerate your accounts’ customer journey, access insights about campaign performance, and offer a formatted content marketing package.
This software lets you engage with relevant advertising content, and syndicate that content across multiple channels. That way, you can easily find new and relevant contacts. With their content marketing formats, you can engage with your contacts in a highly stylized and compelling fashion.
ActiveDemand’s software lets you engage accounts by delivering campaigns that are relevant and valuable to the challenges of prospects. It allows agencies and small businesses to execute campaigns by offering a full-service suite of tools. For instance, this software provides email marketing, content creation, reporting, and form building.
Vainu is a platform that focuses on personalizing the interactions you make with accounts. Users are able to spot who is interacting with your content and why, so you can accurately enrich those leads. So, if conversion is one of your big goals for ABM, this might be a good choice.
The platform aims to help its users find ideal potential accounts, know when to reach out to them, and how to send the message that will catch their attention. It offers synchronization features, such as company contacts, build customer lists, and provides ROI analytics based on sales functions.
Leadiro is a B2B customer data platform that helps businesses connect directly to the key decision makers at companies. The software uses demographic profiles to help its users identify their ideal customers, and it offers segmentation tools to organize those prospects into lists, like what’s shown below:
This platform is extremely helpful for targeting because you can choose specific geographic regions in which to find prospects. If you want to generate more leads globally, this software is a good option. Leadiro also integrates with HubSpot, so customers of both can sync their data.
With this service, users can target, engage, analyze, and optimize their account-based marketing campaigns. Its main focus is to provide its users with the tools to connect with high-value decision makers for B2B accounts.
AdDaptive’s software lets you boost your advertising messages to the right business audiences to help you maximize ROI. It also has the capabilities to target customers, analyze advertising analytics, and optimize your future campaigns.
Campaign and site analytics
Batter states, “As teams increase commitment and budget to ABM, it likely makes sense to complement a CRM with more focused tools that can provide deeper sophistication in a certain category – ads targeting, company enrichment, intent data, events management.”
As your business grows, so will the tools you will need for account-based marketing. So, when you’re picking software, make sure it’s scalable, and can grow with you.
Editor’s note: This post was originally published in May 2020 and has been updated for comprehensiveness.